This is a basic, somewhat sticky lip gloss that is applied with a sponge-tip applicator. Interestingly, it was a bit of a chore to get enough of the product out of the tube and onto the applicator to evenly coat the lips (it took several dips of the wand).

Once applied, the result is a subtle shimmer with just the right amount of sparkle and shine. The shade range has some attractive options, including nudes, pinks, and raspberry shades. Although E.L.F. doesn’t list flavor or fragrance on the ingredient list, this definitely has a fruity taste (see More Info to learn why that could be a problem).

Pros:

Subtle shimmer finish with just the right amount of sparkle and shine.

Shade range offers some attractive options.

Cons:

Requires several attempts to get enough product out of the tube and onto the applicator to coat the lips.

Fruity flavor is a potential irritant (see More Info).

More Info:

The inclusion of fragrance and flavor in cosmetic products has been well-researched and is known to be irritating to skin, including the lips. Irritation, whether you see it on the surface of your skin or not, causes inflammation and as a result impairs healing, damages collagen, and depletes the vital substances your skin needs to stay young. For this reason, it is best to eliminate, or minimize as much as possible, your exposure to known skin irritants, especially when there are brilliant formulas available that do not include these types of problematic ingredients (Sources: Inflammation Research, December 2008, pages 558–563; Skin Pharmacology and Physiology, June 2008, pages 124–135, and November-December 2000, pages 358–371; Journal of Investigative Dermatology, April 2008, pages 15–19; Journal of Cosmetic Dermatology, March 2008, pages 78–82; Mechanisms of Ageing and Development, January 2007, pages 92–105; and British Journal of Dermatology, December 2005, pages S13–S22.)

Claims

Ingredients

Brand Overview

e.l.f. At-A-Glance

Strengths: Bonafide beauty bargain prices; several praiseworthy makeup products including the powder blush, bronzer, and eyeshadows; some great face powders; oil-blotting papers are a steal; excellent brushes in the Studio line; a few good, inexpensive skincare products.

Weaknesses: Mostly average to poor skincare formulas; a multitude of terrible concealers; limited options for foundation; average to not-worth-it-at-any-price eyeliners (with the exception of one); some of the skincare products aren't on par with better formulated options that cost a bit more.

From a line of cosmetics whose claim to fame is its rock-bottom prices we weren't expecting much. With many of the makeup products selling for just $1, could there be any outstanding finds to rival the best options from drugstores and department stores? Surprisingly, the answer is yes. Yet although that's good news, the entire picture isn't so rosy, and many of the products from e.l.f. (which stands for Eyes, Lips, Face) are as basic as can be, while a few are resounding disappointments we wouldn't even give away.

e.l.f. was founded by Scott Vincent Borba—the same businessman responsible for the Borba "beauty waters" once sold at Sephora boutiques—and Joseph Shamah. The story goes that one day Borba was shopping in an unnamed "dollar store" (where everything sells for a dollar) and noticed women dressed in designer clothing and sporting designer handbags loading up their baskets with inexpensive nail polish, eye pencils, and lip balm. He took note of the products being sold in such stores and quickly decided he could offer products of even higher quality at the same competitive price. His idea paid off, as e.l.f. has enjoyed continued success and increased distribution online and in retail stores like Target.

As you might expect, not everything in the e.l.f. line is great. When you're offering almost every product for $1 (OK, there's plenty for $3 and $5, too), they're not going to be nearly as luxurious or innovative as the company proclaims (most of the ingredient lists couldn't be more basic and the packaging is sometimes slipshod). Many e.l.f. items have packaging that, while functional, can only be described as cheap. In terms of value, yes, almost everything is inexpensive, but in most cases the container sizes are much smaller than the norm. Still, if you're considering spending a few dollars on fun, occasional-use colors, size becomes much less of an issue.

This line can be found at select Target stores and some regional drugstores, but the best place to experience the collection is online (none of the stores provide testers). The cheaper elements are a given based on the price point e.l.f. has established, but overall you're likely to be impressed with what they developed for so little money, and you may just find some beauty bargains (especially makeup brushes) that raise the bar—at least to a height that's taller than your average elf!

The new Beautypedia Team proudly and unequivocally maintains the commitment to help you find the best products possible for your skin. We do this by relentlessly pursuing and relying on published scientific research so you will have unbiased information on what works and what doesn't-and the sneaky ways you could be making your skin worse, not better!

The Beautypedia Team reviews all products using the same research, criteria, and objectivity, whether the product being reviewed is from Paula's Choice or another brand.

AUSTRALIA

EUROPE

NORTH AMERICA

Paula’s Choice Auto Delivery is a quick and convenient way to make sure you never run out of your favorite products again. Just select the products you can’t live without, choose how often you’d like them delivered and we’ll take care of the rest.